Erik Mashkilleyson

Work / Case study

Soletair Power

Giving buildings a role in carbon capture.

We connected building-integrated carbon capture with the practical priorities of property owners.

Vision, mission, positioning and narrative · 2024

Client
Soletair Power
Project
Brand strategy
Year
2024
Sector
Carbon capture
My role
Brand strategy
Themes
Sustainability, Technology, Future systems
Sheet
10
Fig. 01
The Carbon Sink unit mounted on a tiled wall beside a plant.
The brand story connects a building-level installation with a city-scale ambition.

Brand strategy for building-integrated carbon capture, connecting climate impact with the practical priorities of property owners.

01 Challenge

A building as part of the solution

Soletair Power integrates carbon capture into building air systems. That creates an opportunity to discuss the building itself as an active participant in climate action, with implications for how owners think about air, energy and the performance of their properties.

The strategic task was to connect that larger possibility with the decisions a property owner actually makes. A compelling vision needed to sit alongside an understandable explanation of the technology and its practical value.

02 Solution

Connecting ambition with relevance

My brand strategy work brought those considerations into one story. At the centre was the idea of turning buildings into carbon sinks, one building at a time. It gave the technology an understandable role within a wider urban system.

The story also needed to speak to the people responsible for real buildings. Energy use, operating priorities and integration into existing air systems gave the climate ambition a practical context. The brand could explain both the intended environmental contribution and why the proposition deserved a property owner’s attention.

Fig. 02
Slide describing three target audiences: corporate sustainability officers, real estate developers and owners, and investors and funds.
Positioning brings climate impact into the practical world of property decisions.

03 Impact

Giving the business a common story

The strategy clarified the vision, mission, positioning and narrative. Together, those elements created a framework for explaining the company across audiences and communications.

The outcome of my work was a clearer relationship between the technology, its relevance to buildings and its potential contribution to cities. It made an unfamiliar capability easier to discuss in familiar terms: the places people occupy, the air systems they operate and the decisions they make about their properties.

Fig. 03
Mission slide: To turn cities into carbon sinks, building by building.
The mission: to turn cities into carbon sinks, building by building.

Selected artefacts

Fig. 04
The Carbon Sink unit on a long tiled office wall.
The Carbon Sink unit in an office corridor.
01What we created
  • Vision
  • Mission
  • Positioning
  • Narrative
02My role

Brand strategy.